The Mobile User Acquisition Show
π [RETENTION CLUB]Product-specific retention strategies for big wins with Lisa Kennelly, Global Product Marketing Strategist at Klarna π
Apr 19, 2024
Global Product Marketing Strategist, Lisa Kennelly from Klarna, discusses the importance of personalized retention strategies tailored to individual user needs. Topics include A/B testing, data analysis, user segmentation, and effective communication tactics to enhance user retention and reduce churn.
17:33
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Quick takeaways
- Tailor retention strategies to specific user needs for personalized interactions.
- Gather insights through segmentation and data analysis to address retention and activation challenges effectively.
Deep dives
Retaining Users with Product-Specific Strategies
It is essential to remind users of the value they gained the first time they used a product to encourage re-engagement rather than pushing new features. For instance, at Klarna, a successful retention strategy involved offering incentives to shop again at the same merchant where they previously made a purchase, highlighting the familiarity and convenience of using Klarna at known locations. This approach was more effective than broad incentives, emphasizing the significance of tailored, product-specific retention tactics.
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